1. Pavillon Baltard, Paris Val De Marne
Jean-Christophe Dessange, Cisco Europe
jdessang@cisco.com
© 2010 Cisco and/or its affiliates. All rights reserved.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

2. Market Trends Market Impact
Introduction of new tablets & smart Tablets & Smart phones
in 2012
connected screens (TV, Phone, …) Tablet sales to outnumber PC
sales in 2013
Video Traffic Growth YoY
Generational shift in viewing video off 2011-2012
the television to multiscreen for live ,
time-shift TV and on demand
QoQ usage growth
consumption 6 % market penetration
Emergence of Cloud based online YoY Streams/Month
2 Million Subs in 2012
video services
813 Million 23 Million
Streams/Month Subs
© 2010 Cisco and/or its affiliates. All rights reserved. Created by the BTA Team (ps_bta@cisco.com) Source cisco VNI, 2013Confidential
Cisco 2

3. Source : Cisco IBSG 2012
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

4. Infrastructure for content
production & distribution
Acquisition Contribution Primary Distribution Secondary Consumption
Headend
DBS
IP
Over the Air Headend/Bcast Stn
IP IP
Home
Gatew
ay
Home IP
Content Network
News Gathering Headend
ProductionCable/Telco
IP
Core IP
Network CDN
Studio-to-Studio IP
SP Broadband
Mobile MSC
IP 3G/4G
Sport Events Content
IP Publishing DC+CDN
ISP
Network & CDN
IP Web
Distribution
Post Production Distribution
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

5. Media & Web Flexible operation
PC/Mobile TV Share & Scale capacity
Application- With Common
Platform Platform With Cloud Providers
Based Silos Private Infrastructure
 Evolution towards cloud is a journey
 Where are you on this journey?
Consolidate Standardize Self-Service
Centralize Virtualize Automate
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

6. • Remote Operations for Live Events
• Cloud infrastructure for new service innovation
• Cloud based ABR video applications & services
• Metadata & Big Data
• Remote Video Cloud based Storage
• Content market place
• Social Media & Cloud
• Cloud based contribution storage
• ….
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

8.  The challenges/requirements
 Mix of appliance and generic x86 today
 Media has very specific storage requirements
 Buffers are important for non-linear editing
 Large throughput & Bandwidth requirements
 Video Application vendors & virtualization support
 Quality of Experience
 The toolbox
 Network booting to optimize storage operations
 10GbE and FCoE to consolidate wiring and switching
 Virtualization - hypervisor bypass as a tool to improve performance
 Stateless computing to improve operational flexibility especially for non-virtual workloads
 Distributed Cloud for higher efficiency and Quality of Experience :
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

9. Unique Interfaces to Media Sources Strict Media Redundancy Models
• IP Multicast from sources pushed deep into data center • A single blade or link failure can impact millions of customers
• Multi-Path connections to acquisition products • Critical applications may require duplicate Media Workflows
(Satellite, Off-Air, and Terrestrial links) on fully redundant components (N+N model)
SatelliteOff-Air • Geographically diverse and load balanced Media Workflows
High Bandwidth Network Loading Unique Media Storage Requirements
• Media Workflows generate persistent traffic (24/7) • Heavily weighted toward NFS/NAS models (10G and FCoE)
• QoS models must support high volume, low latency, • IOPS and BW much higher per blade than many IT apps
priority traffic over redundant paths • TB Storage requirements rapidly expanding with new content
L2/L3 Fabric • Media load drives unified fabric and 10G links sources, delivery profiles, and device formats
Media Application Diversity Media Cloud Service Models
• CPU intensive Media apps consuming complete blades • Media-as-a-Service delivered by Cloud Services Providers
and bare-metal installs are common • “TV Everywhere” delivered by Video Service Providers,
• Multiple classes of computing required: high compute, Content Owners, and Media Companies
dense memory, high I/O, and virtualized workloads • Media applications execute on Integrated Compute Stacks
and Media PoDs
Security for Content and Data Center Media Analytics
• Application security between Consumer facing apps, • Media analytics are collected to measure the quality and
Private Business apps, and Database and Mgt apps performance of media workflows
• Content Digital Rights Management, user authentication, • Infrastructure management provides analytics across
content security/watermarking across Live and VoD assets compute, network, and storage utilization and performance
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9